Bulgaria has introduced a new regulatory framework for affiliate marketing in the Gaming sector, bringing performance-based affiliates under a formal licensing system.

Under the new framework, eligible affiliates must obtain a licence from the National Revenue Agency (NRA), the authority responsible for regulating the country's Gaming market. Existing affiliates were required to submit their applications by 15 August, while approved licences will remain valid for five years.

The licensing system is open to both Bulgarian and international affiliates. Overseas applicants, however, are required to appoint a local representative with an address in Bulgaria to comply with the new requirements.

The framework primarily applies to affiliate models where revenue is linked to user registrations, deposits, platform activity or other measurable user behaviour. Traditional advertising purchased for a fixed fee remains outside the licensing system, creating a clearer distinction between conventional advertising and performance-based affiliate marketing.

Applicants must also declare every promotional channel they use, including websites, mobile applications, social media accounts and streaming platforms. These channels will be formally recorded as part of the affiliate's licence.

Licensed affiliates will be required to pay a fixed annual fee of €6,000, alongside a variable charge equivalent to 10% of performance-based commissions. The variable payment will be withheld and transferred monthly by the partner platform.

The framework also introduces stronger enforcement measures for unlicensed activity. Penalties range from approximately €5,000 to €20,000, while repeated violations may result in doubled fines. Authorities may also restrict access to websites, apps, social media profiles and streaming channels associated with unlicensed affiliate activities.

The new framework represents another step towards bringing affiliate marketing under a more structured regulatory environment in Bulgaria. With clearer licensing requirements, promotional channel declarations and commission rules now in place, the changes could contribute to greater transparency and standardisation across the country's digital marketing ecosystem.